GLONGHUI, August 15 丨 Some investors asked Mingyue Lens (301101.SZ) a question: Recently, with easy brand promotion efforts, what are the future marketing plans and sales cost rate prospects?
Mingyue Lens replied: The company increased the promotion of the brand and Easy Control series of products, and launched a series of ToB and ToC campaigns during the summer, including big screen promotions at airports and train stations around the world, as well as online media marketing of various types such as Xiaohongshu, Douyin, Station B, NetEase News, and Dr. Ding Xiang, etc., which were promoted through a combination of professional platform endorsements. Beginning last week, we began running easily controlled advertisements on CCTV during prime time (before news broadcasts and evening news broadcasts). Easy Control will definitely need to be firm in marketing this year, especially during the summer season.
The sales expense ratio of 1H23 was 18.4%, an increase of 1.8% over the previous year. The absolute sales cost was 67.19 million yuan, an increase of nearly 20 million yuan over the previous year, an increase of more than 40%. Q3 is the key advertising stage, and Q4 will continue to promote market brand activities. The investment in annual sales expenses adheres to the principle of dynamic adjustment, optimizes the input-output ratio, ensures that the sales cost ratio is at a reasonable and controllable level, and that the company has reasonable expectations under comprehensive budget control.